Samsung 2004 Annual Report Download - page 30

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>>>
It’s one thing to be successful in a local market. It’s something totally different to duplicate that success
on a global scale. At Samsung, one of our biggest challenges—and, fortunately, talents—is creating products
that satisfy consumers around the world. In terms of market share, we are today the world leader in color TVs,
TFT-LCDs, memory chips, color monitors, and DVD-VCR combos. We are No. 2 in CRT and DLP rear-projection
TVs, laser printers, and DVD players. We are No. 3 in mobile phones, LCD TVs, microwave ovens, and vacuum
cleaners. We are No. 4 in plasma TVs and camcorders. And design is what is empowering us to go head-to-head
with and win against the biggest names in electronics.
>>>
Since 2000, we have nearly doubled our design staff to 500 at design centers in Seoul, London, Los Angeles,
San Francisco, Shanghai, and Tokyo. These centers give us an invaluable global perspective on local culture,
living patterns, lifestyles, and trends, allowing the best ideas from around the world to cross-pollinate and inspire
tomorrow’s “next big thing”. We have also created the position of chief design officer, currently held by
Digital Media Business head Geesung Choi, giving our designers a direct channel to top management that fur-
ther enhances our ability to make sure our design innovations stay a step ahead of the rest.
>>>
This holistic, global focus on design has earned us over 100 awards in top design competitions and trade
shows around the world since 2000. We’re particularly proud of the 2004 Industrial Design Excellence Awards
we received from the Industrial Designers Society of America. These five awards made us the first Asia-based
company ever to lead the award count in this prestigious competition. They also tied us with Apple at 19 awards
each since 2000, a vivid reminder of our remarkable transformation into a global design powerhouse over the
past decade. And we believe the best is yet to come.
SO, WHAT’S THE SECRET OF THIS GLOBAL SUCCESS?
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